The rise of video as a strategic brand pillar

Over more than a decade at Flywire, I led the transformation of video production from its early, experimental days into a key pillar of our brand and marketing strategy. What started as a few one-off collaborations evolved into a structured, high-impact storytelling machine shaped by deliberate choices, hands-on production, and strategic partnerships. From sizzle reels and office tours to vertical-specific campaigns and IPO related content, video became a core narrative tool across departments and audiences.

A selection of some of the latest video projects.

A selection of some of the latest and most viewed video projects.

Approach & execution

Phase 1: Laying the Groundwork (2015–2016)

During Flywire’s rebrand from peerTransfer and its initial expansion beyond higher education, we produced our first-ever videos. I collaborated closely with external agencies on:

A brand reveal sizzle video introducing Flywire’s new name and vision
Two office story videos (Boston & Valencia) showcasing culture and purpose
A retreat video series captured during our global company event in Morocco (video 1, video 2)

These were Flywire’s first steps into video, and I was the bridge between creative vision, brand storytelling, and production execution.

Approach & execution

Phase 1: Laying the Groundwork (2015–2016)

During Flywire’s rebrand from peerTransfer and its initial expansion beyond higher education, we produced our first-ever videos. I collaborated closely with external agencies on:

A brand reveal sizzle video introducing Flywire’s new name and vision
Two office story videos (Boston & Valencia) showcasing culture and purpose
A retreat video series captured during our global company event in Morocco (video 1, video 2)

These were Flywire’s first steps into video, and I was the bridge between creative vision, brand storytelling, and production execution.

The first series of videos produced in collaboration with external agencies and videographers.

Phase 2: In-House Begins (2017–2019)

As we deepened our consumer storytelling efforts, I established Flywire’s first in-house video production capabilities:

Built a mobile studio from scratch
Directed, recorded, and edited a documentary-style video highlighting international student experiences
Expanded efforts to client testimonials and internal video communications
Took ownership of all video platforms (Vimeo, YouTube), becoming the central video producer and curator

Video became a valuable internal and external storytelling tool supporting culture, marketing, and business development.

Examples of videos recorded, edited, and produced in-house.

Phase 3: Scaling with Strategy (2019–2021)

This period marked Flywire’s pivot to strategic video storytelling at scale:

Oversaw internal and external production of testimonial videos and vertical-specific content (video 1, video 2, video 3)
Worked across teams to ensure videos were integrated into marketing funnels, campaign strategy, and the evolving CMS ecosystem
Developed localized content and produced assets to support global expansion

Video transitioned from "nice-to-have" to "need-to-have," aligned with business objectives and go-to-market efforts.

Phase 3: Scaling with Strategy (2019–2021)

This period marked Flywire’s pivot to strategic video storytelling at scale:

Oversaw internal and external production of testimonial videos and vertical-specific content (video 1, video 2, video 3)
Worked across teams to ensure videos were integrated into marketing funnels, campaign strategy, and the evolving CMS ecosystem
Developed localized content and produced assets to support global expansion

Video transitioned from "nice-to-have" to "need-to-have," aligned with business objectives and go-to-market efforts.

A selection of videos both produced and edited by me, as well as those developed in partnership with external agencies.

Phase 4: Maturity & Integration (2021–2025)

Video became an integral, strategic part of Flywire’s communications and experience:

Oversaw event video production (e.g. Flywire Fusion) from sizzle videos and AV coordination to onsite session recording, client interviews and post-event recaps
Oversaw the production of videos that supported major milestones like the IPO roadshow video and the Analyst day intro video. These videos were key in showcasing the company’s transformation and positioning it as an industry leader.
Led collaboration with external agencies on animated explainers and high-performing video ads (video 1, video 2, video 3)
Introduced remote video workflows and tools like Streamyard for live and asynchronous production
Delivered impactful live and pre-recorded thought leadership events like “Global Leaders, Local Coffee” and “Healthy Bites” to engage global audiences.
Designed and set up an in-office video studio, complete with pro-grade cameras, lights, and teleprompters
Expanded video’s reach into culture, talent acquisition, and internal initiatives, including ERG content and leadership updates

At this stage, video wasn’t just content, it was a strategic asset supporting brand, sales, employer branding, and client success.

Phase 4: Maturity & Integration (2021–2025)

Video became an integral, strategic part of Flywire’s communications and experience:

Oversaw event video production (e.g. Flywire Fusion) from sizzle videos and AV coordination to onsite session recording, client interviews and post-event recaps
Oversaw the production of videos that supported major milestones like the IPO roadshow video and the Analyst day intro video. These videos were key in showcasing the company’s transformation and positioning it as an industry leader.
Led collaboration with external agencies on animated explainers and high-performing video ads (video 1, video 2, video 3)
Introduced remote video workflows and tools like Streamyard for live and asynchronous production
Delivered impactful live and pre-recorded thought leadership events like “Global Leaders, Local Coffee” and “Healthy Bites” to engage global audiences.
Designed and set up an in-office video studio, complete with pro-grade cameras, lights, and teleprompters
Expanded video’s reach into culture, talent acquisition, and internal initiatives, including ERG content and leadership updates

At this stage, video wasn’t just content, it was a strategic asset supporting brand, sales, employer branding, and client success.

A curated selection of my latest video projects, created in partnership with external agencies.

Results & Legacy

Institutionalized video as a strategic brand pillar
Built in-house production capabilities from scratch
Managed external agency partnerships with precision
Created over a decade’s worth of video content spanning brand, culture, marketing, product, and events
Produced videos that drove lead generation, strengthened client success efforts, and elevated brand communications
Led the setup of scalable infrastructure (studio, platforms, workflows)

Results & Legacy

Institutionalized video as a strategic brand pillar
Built in-house production capabilities from scratch
Managed external agency partnerships with precision
Created over a decade’s worth of video content spanning brand, culture, marketing, product, and events
Produced videos that drove lead generation, strengthened client success efforts, and elevated brand communications
Led the setup of scalable infrastructure (studio, platforms, workflows)

My Role

Producer: From storyboarding to on-site direction and post-production
Editor: Shaped final narratives by editing live, remote, and self-recorded footage, enhancing stories with motion graphics and light animation
Strategist: Aligned video initiatives with business goals, brand strategy, and campaign performance
Technologist: Integrated video tools (Streamyard, CMS, Foleon) across marketing stack
Creative Lead: Ensured consistent visual identity across every video touchpoint
Platform Manager: Oversaw Flywire’s video libraries on Vimeo and YouTube
Collaborator: Bridged creative, brand, content, and stakeholder needs globally

My Role

Producer: From storyboarding to on-site direction and post-production
Editor: Shaped final narratives by editing live, remote, and self-recorded footage, enhancing stories with motion graphics and light animation
Strategist: Aligned video initiatives with business goals, brand strategy, and campaign performance
Technologist: Integrated video tools (Streamyard, CMS, Foleon) across marketing stack
Creative Lead: Ensured consistent visual identity across every video touchpoint
Platform Manager: Oversaw Flywire’s video libraries on Vimeo and YouTube
Collaborator: Bridged creative, brand, content, and stakeholder needs globally

« Projects